How to use 'pre-suasion' to influence others?

Robert Cialdini, the Regent’s Professor Emeritus of Psychology and Marketing at Arizona State University, shares his insights on the concept of ‘pre-suasion’.

He discusses how communicators can prime audiences to receive messages in a specific way, simply by drawing their attention in specific directions before delivering a pitch or presentation.

Understanding the concept of ‘pre-suasion’

Pre-suasion is about priming audiences to receive messages in a specific way by focusing their attention on particular motivators before delivering a message.

This technique plays a crucial role in persuasion and can significantly influence an individual’s behavior.

The role of attention in pre-suasion

Attention is a critical element in pre-suasion.

By using specific visuals, music, or other techniques, communicators can make certain concepts more accessible and important in the audience’s minds, thereby guiding their thinking and decision-making.

The power of scarcity and unity in persuasion

Scarcity is a potent persuasion technique, as people tend to desire things that are scarce or rare due to loss aversion.

Another essential principle of persuasion is unity, which involves showing a shared personal or social identity with the audience, thereby reducing resistance to influence.